If Jill and I were in a buying cycle right now, one of the individual stocks we would consider would have to be Krispy Kreme. The interest for me lies in 1) the relative simplicity of the product, 2) how darn good their product is, and 3) how little penetration there is so far from a brand standpoint.
The Motley Fool has an article up about Krispy Kreme this morning:
Krispy Kreme: A Ghoulish Treat via Fool.com
Krispy Kreme's no overnight sensation. The company's been turning out its sugary glazed rings for more than 65 years. Its "Hot Doughnuts Now" sign is legendary, particularly if you're a Southerner like me. Nothing can incite me to slam on the brakes and whip haphazardly (look out, Granny!) into a parking lot faster than a brightly lit "Hot Doughnuts Now" sign.
And I'll certainly eat more than just one. I find it darn near impossible to stop after a single taste of something that good. I'm not alone. I don't want to call the things addictive, but... has anyone tested them for any "special, secret ingredients"? Not that I'm complaining.
Krispy Kreme is rapidly expanding to share the love with people beyond the Mason-Dixon line -- indeed, beyond the U.S. There are currently just 315 stores in 41 states, Canada, Australia, and the United Kingdom. For a bit of context, Starbucks (Nasdaq: SBUX) operates approximately 7,225 locations worldwide -- 5,570 in North America and 1,655 internationally.
In other words, Krispy Kreme worldwide has 5 percent of the number of locations that Starbucks has in North America. "But Kevin, " you say. "I can get Krispy Kreme donuts at the gas station, Wal-Mart, or Kroger. Why do I care about their individual locations, per se?" The answer is: if you haven't had a warm, fresh-out-of-the-oil Krispy Kreme donut, you haven't had their good stuff. It is the stores that will drive the brand recognition and attract customers. The "boxed" donuts will likely be the cash cow.
< Kevin steps up on soapbox >
The one thing I don't like about Krispy Kreme as an investment is that they are not currently paying dividends. As Jill and I's investment style mutures, and hopefully the market along with it :), we will be focusing more on those stocks that want to be real investments for us. I am digressing, but the 90's are over. Tech stocks imploded because they were not built on fundamentals -- they strove for growth instead of returns. This investor, at least, wants a company to be serious about its stockholders, too. And that means paying out dividends in those profitable quarters. Otherwise, the stock price cannot literally be based on anything other than hype, and the company is lulling itself into a flawed business model.
We want to know that the investment we make in a company is going to at least have the opportunity to have a return while we're still owners and not just after we've parted ways. Perhaps it is the greed of those people who are running the companies to put themselves first, and the other "owners" last. There are exceptions to our developing "dividend rule", but they are few and far between.




